How many times have you been in some kind of social or business setting, and someone asks you the old classic.. “So What Do You Do?”
This seemingly innocent question is actually the moment of truth for most entrepreneurs — because almost every entrepreneur I run into gives the WRONG answer, and chases potential clients away.
You’re probably thinking, “how can you screw THAT one up?”
It may not seem like there’s a wrong answer, but there is.
Are you giving the wrong answer to that question?
Here’s the secret that will stop you from making this revenue-killing mistake in the future.
It’s Not About What You Do . . .
It’s About What You Deliver
What most entrepreneurs do is answer the question by saying what they actually do in their business. A massage therapist says, “I’m a massage therapist“, and a retail electronics store owner says “I sell electronics“. You’re probably like most people, and have a very similar answer.
In other words, you define yourself and how you relate to the marketplace by what you do.
The problem is that your prospects and clients are not looking for the skill, product or service you provide. They’re looking for the solution to a PROBLEM they have. If they don’t have a problem, they won’t buy a solution.
Entrepreneurs work very hard to convince and coax people to buy what they have, simply because they never think about what they sell in terms of a solution to a problem.
If what you’re really selling is a solution to a problem (and not a product or service), then what is a more powerful way to answer the question, “what do you do?”The answer is to frame your response in a way that it instantly connects with your potential client, and makes them want to know more.
Here’s an example to demonstrate the point ..
I’ll use myself so you can see how I apply this concept. As you probably know by this point, I do a lot of high-level training and coaching of entrepreneurs looking to take their business to the next level.
In other words, it’s fair to say that I’m a business coach. I do more than that, but that’s the ‘category’ that fits some of what I do.
My target market is the entrepreneur who needs help increasing their revenue, taking control of their time, and is committed to making a difference in the world. I don’t like to work with opportunity seekers (or get-rich-quick seekers).
Now, here’s the problem — there are thousands of business coaches out there who work with entrepreneurs, and the market doesn’t see a big difference between them.
Ask most business coaches what they do, and they’ll answer something like, “I’m a business coach“.
So, that could be what I answer if you ask me that question.
But, it’s not.
Ask me the question, and my answer will be following:
“I help entrepreneurs double their revenue and double their productivity, and take more time off to enjoy it all – guaranteed.”
So — let me ask you a question. If you’re an entrepreneur looking for a ‘business coach’, and you met 2 potential coaches at a cocktail reception, which of those answers would cause YOU to become more interested and want to learn more?
Which of those 2 coaches would you engage in more conversation to see if there’s “a fit”?
a) “I’m a business coach”
.. or ..
b) “I help entrepreneurs double their revenue and double their productivity, and have take time off to enjoy it all – guaranteed.”
The answer is obvious.
Why?
It’s because the second one is speaking specifically to the PROBLEM and frustration that the target market has. My ideal prospect is an entrepreneur who is overwhelmed. They thought starting their own business was their ticket to the good life. And they’ve hit a wall because they have no time for anything, and they can’t figure out how to grow their business.
And I know exactly how to solve those 2 major problems. So I speak in the language of those problems .. and the right prospects immediately perk up and want to hear more.
If I’m speaking to an entrepreneur with a $50 million dollar business, and their biggest problem is that they can’t figure out how to manage their human resources department in Asia .. then my answer probably isn’t going to resonate with them. And that’s good.. because that is NOT my ideal prospect that I want to work with.
However, if they’re someone who just started their business and doesn’t understand how to market, and they’re doing $12/hour jobs that keep them from doing all the important stuff.. they’re going to pay attention suddenly when they hear my answer.. because it speaks directly to them.
Are you getting this?
This is one of the single most POWERFUL ways to revolutionize your business. Stop telling people what you do, and tell them what you deliver.
I have a resource I’ve created called the “Benefit Conversion Tool” which I’m going to share with you in some free training I’m releasing soon. It gives you the 3 steps to create a powerful benefit-oriented answer to the question, “What do you do?”
In the meantime, here is a very powerful video of me working 1 on 1 with some entrepreneurs at the recent Engage Today event.
You can actually see people’s businesses transform in a matter of moments, as I walk them through this powerful process.
Check the video out, and then post a comment and tell me what you do .. and then what YOU deliver, and what you learned from this post!]]>
102 Responses
Excellent stuff! It's all about solving problems for your customers.
That is such an awesome idea!!! So I will first tell you that I can make you feel good both mentally and physically with just a little help on your part. I can make you feel and think in ways you may have never imagined. I am a Yoga instructor!!!
Or for my second business:I can make you smile and use your imagination, I am a artist of Fairies and other wee folk!
That is such an awesome idea!!! So I will first tell you that I can make you feel good both mentally and physically with just a little help on your part. I can make you feel and think in ways you may have never imagined. I am a Yoga instructor!!!
Or for my second business:I can make you smile and use your imagination, I am a artist of Fairies and other wee folk!
This is powerful stuff! No mushy thinking. I especially appreciated the comment about The Law of Attraction offering millions, when the target audience isn't clear about merely getting out of bed each day.
I have now re-written the headline to my newest sales page. Thank you Greg.
This is powerful stuff! No mushy thinking. I especially appreciated the comment about The Law of Attraction offering millions, when the target audience isn't clear about merely getting out of bed each day.
I have now re-written the headline to my newest sales page. Thank you Greg.
Greg, very powerful. I actually teach this stuff but I had forgotten how to market to people myself and bringing value to where they are now rather then selling them on the big picture. Great stuff. Thank you for the reminder
Keith
Greg, very powerful. I actually teach this stuff but I had forgotten how to market to people myself and bringing value to where they are now rather then selling them on the big picture. Great stuff. Thank you for the reminder
Keith
Hi Greg…Thanks so much for making this live video available..It shows us how to serve our clients at the point of their emotional needs which guarantees the most effective and longlasting solutions. It doesn't hurt that they will be more loyal too. Thanks so much.
Hi Greg…Thanks so much for making this live video available..It shows us how to serve our clients at the point of their emotional needs which guarantees the most effective and longlasting solutions. It doesn't hurt that they will be more loyal too. Thanks so much.
Great video and post, Greg! Such good information … especially for those of us just starting our businesses. Look forward to hearing more about your Benefit Conversion Tool.
Great video and post, Greg! Such good information … especially for those of us just starting our businesses. Look forward to hearing more about your Benefit Conversion Tool.
Great video….my response to the question, What do I do?
I am Anne Johnson, The Bold and Classy Selling Expert who assists Women in Business Acheive Better Results and Higher Profits by teaching them to Be Bold about Selling while maintaining a Classy Approach!
Great video….my response to the question, What do I do?
I am Anne Johnson, The Bold and Classy Selling Expert who assists Women in Business Acheive Better Results and Higher Profits by teaching them to Be Bold about Selling while maintaining a Classy Approach!
What tools? What dilemnas? Shelby, you need to get really specific and clear so that you're speaking to exactly what people are needing. People aren't interested in tools, they're interested in what the tools GET them. No one buys a drill (a tool).. they buy the result it brings them (the hole).
What tools? What dilemnas? Shelby, you need to get really specific and clear so that you're speaking to exactly what people are needing. People aren't interested in tools, they're interested in what the tools GET them. No one buys a drill (a tool).. they buy the result it brings them (the hole).
Anne Johnson, the Bold and Classy Selling Expert teaches Women to "Overcome their own Individual Fears and Specific areas of Resistance toward Selling" so they can Acheive Better Results and Higher Profits!
Anne Johnson, the Bold and Classy Selling Expert teaches Women to “Overcome their own Individual Fears and Specific areas of Resistance toward Selling” so they can Acheive Better Results and Higher Profits!
I very much enjoyed this. I have been fighting with this question for several months. In the short term, I will be working towards the answer. I am looking forward to your Benefit Conversion Tool training.
I very much enjoyed this. I have been fighting with this question for several months. In the short term, I will be working towards the answer. I am looking forward to your Benefit Conversion Tool training.
Many times I have been told that successful people have a goal and they write those goals down and clearly define what those goals are. I have failed to do this. This video helps me understand the importance of defining my goals and confidently articulating my solutions to other people's problems, associated with my goals. I need to define what I do and how it solves my target market's problem.
Many times I have been told that successful people have a goal and they write those goals down and clearly define what those goals are. I have failed to do this. This video helps me understand the importance of defining my goals and confidently articulating my solutions to other people's problems, associated with my goals. I need to define what I do and how it solves my target market's problem.
I am a Laughter Life Coach. I help women bring more laughter into their lives and direct this renewed energy to healing relationships with themselves, family and coworkers and being more productive and successful.
I am a Laughter Life Coach. I help women bring more laughter into their lives and direct this renewed energy to healing relationships with themselves, family and coworkers and being more productive and successful.
Great one on one interactions and real life results. I like the way you got through all the jargon and fluff, and nailed down the actual physical, measurable result or change these people couldn't really describe.
Great one on one interactions and real life results. I like the way you got through all the jargon and fluff, and nailed down the actual physical, measurable result or change these people couldn't really describe.
I turn on the lights so my clients can see and identify the next step that will help them heal from circumstances in their life that have brought them pain or are holding them back.
What this means is that when people are overwhelmed, they feel victimized, ashamed, embarrassed, and that gets in the way of work, relationships, of participating and achieving goals. It’s a high price to pay. We find ways to hide it or we ignore it but it causes stress. I help in easily dissolving what's holding you back from taking the next step.
What that really means is that you can sleep better, easily manage stress. It means being more productive at work or moving through your day with a smile on your face. Having your family and friends enjoy your company . You can overcome what may seem like irrational fears easily and quickly.
That's a bit wordy. Now time for editing and refining. What do you think? I'm interested in what others think about this. Would you be interested in finding out more about my services? Would that attract you as a client?
Turn the lights on – what does that mean SPECIFICALLY? Lights on what? So they see what? You're talking to an awfully large audience and you need to be more specific and focused so that someone says "wow .. she's speaking directly to me." Don't try to solve too many problems at the same time – pick one and go deep on that one problem.
I turn on the lights so my clients can see and identify the next step that will help them heal from circumstances in their life that have brought them pain or are holding them back.
What this means is that when people are overwhelmed, they feel victimized, ashamed, embarrassed, and that gets in the way of work, relationships, of participating and achieving goals. It’s a high price to pay. We find ways to hide it or we ignore it but it causes stress. I help in easily dissolving what's holding you back from taking the next step.
What that really means is that you can sleep better, easily manage stress. It means being more productive at work or moving through your day with a smile on your face. Having your family and friends enjoy your company . You can overcome what may seem like irrational fears easily and quickly.
That's a bit wordy. Now time for editing and refining. What do you think? I'm interested in what others think about this. Would you be interested in finding out more about my services? Would that attract you as a client?
Turn the lights on – what does that mean SPECIFICALLY? Lights on what? So they see what? You're talking to an awfully large audience and you need to be more specific and focused so that someone says “wow .. she's speaking directly to me.” Don't try to solve too many problems at the same time – pick one and go deep on that one problem.
Thank you Greg,
for putting me back on the track. I have followed so many advices about how to write my website about Stopping Smoking, and they all did not work. I now know how to do this and I’ll change ‘Niconull’ soon because it can make you free of being addicted.
(This last line wasn’t to bad, was it?).
Thanks again Greg!
Thank you Greg,
for putting me back on the track. I have followed so many advices about how to write my website about Stopping Smoking, and they all did not work. I now know how to do this and I’ll change ‘Niconull’ soon because it can make you free of being addicted.
(This last line wasn’t to bad, was it?).
Thanks again Greg!
Why Thank you so much for this. I was asked this question this evening. I answered that I am a massage therapist and yoga/Pilates instructor….hmmm how would I answer this question now….I assist people to feel fluid, dynamic, peaceful and pain-free. Will you comment on this?
You have to be careful using words that mean different things to different people. Fluid, dynamic, peaceful are all ambiguous words / descriptions that don't carry specificity or clarity. What's the result when I am feeling fluid, dynamic, etc?
Why Thank you so much for this. I was asked this question this evening. I answered that I am a massage therapist and yoga/Pilates instructor….hmmm how would I answer this question now….I assist people to feel fluid, dynamic, peaceful and pain-free. Will you comment on this?
You have to be careful using words that mean different things to different people. Fluid, dynamic, peaceful are all ambiguous words / descriptions that don't carry specificity or clarity. What's the result when I am feeling fluid, dynamic, etc?
Greg that really great ,Very direct ,but profound ……I got to admit that you are good ,…The way you clearly see how to reach the aimed customers …..Thanks ,i will surely use this ,thought i am not yet an entrepreneur,i will be soon enought ,gotta to work some details and make the move at the right time ,but i can still use this in the field that i am now wich retail business ,….where we have the whole solution for house needs ,from the bedroom (that sounds fummy tought ),to the kitchen passing by the living room ….everything you need we have ….obviouly needs work but just wrote it..lol
Greg that really great ,Very direct ,but profound ……I got to admit that you are good ,…The way you clearly see how to reach the aimed customers …..Thanks ,i will surely use this ,thought i am not yet an entrepreneur,i will be soon enought ,gotta to work some details and make the move at the right time ,but i can still use this in the field that i am now wich retail business ,….where we have the whole solution for house needs ,from the bedroom (that sounds fummy tought ),to the kitchen passing by the living room ….everything you need we have ….obviouly needs work but just wrote it..lol
Thanks Greg for the insightful post.
It's a good reminder of how important it is to focus on benefits to the client.
Gaining their interest and curiousity is much easier when you use the right words.
Thanks Greg for the insightful post.
It's a good reminder of how important it is to focus on benefits to the client.
Gaining their interest and curiousity is much easier when you use the right words.
Thanks for this new perspective. I think I will be contacting a few of our clients to find out what they really got from us, and re-visit what the "pain" of our clients is.
My husband and I run a photography studio for women to capture their beauty and build their self-esteem. We bring women an ability to see her beauty instead of only her flaws, a love and appreciation for her body instead of despising it, confidence in place of insecurity, and healing for past wounds.
I would anticipate your positioning statement is around empowerment, stepping into who you really are, etc. A very powerful service you provide, a lot of really deep and powerful ways to communicate that. The key is to figure out what your target market feels as the pain, and how you can solve it.
Thanks for this new perspective. I think I will be contacting a few of our clients to find out what they really got from us, and re-visit what the “pain” of our clients is.
My husband and I run a photography studio for women to capture their beauty and build their self-esteem. We bring women an ability to see her beauty instead of only her flaws, a love and appreciation for her body instead of despising it, confidence in place of insecurity, and healing for past wounds.
Great blog post. It reminds me of Roy H. Williams quote "Convince the heart and the mind will follow". Greg's point that you need to sell the result not the action is critical for every business owner. Great material.
Great blog post. It reminds me of Roy H. Williams quote “Convince the heart and the mind will follow”. Greg's point that you need to sell the result not the action is critical for every business owner. Great material.
I find happy customers who want to buy from local businesses, and I give the business owners peace of mind knowing that their business is self-supporting. They can relax into knowing their investment in their business is safely producing a retirement for them to enjoy the rest of their lives.
I do Integrated Marketing Management for local businesses.
OK ? 🙂
Hi Robin:
No one knows what "integrated marketing management" is, so that is an immediate disconnect for most customers I would say. Also, words like "happy customers", "peace of mind", "self-supporting", etc., are all feel good words but don't speak directly to the pains and solutions that are on the minds of your customers. You need to dig a lot deeper into their frustrations and challenges, and speak more in that vocabulary in order to connect with them.
I find happy customers who want to buy from local businesses, and I give the business owners peace of mind knowing that their business is self-supporting. They can relax into knowing their investment in their business is safely producing a retirement for them to enjoy the rest of their lives.
I do Integrated Marketing Management for local businesses.
OK ? 🙂
Hi Joey:
I think the challenge is that you need to go deeper into what your customer's fears and frustrations are. What is "lifestyle wealth"? What are "specialized" investments? The biggest challenge we all have is that we speak in language we just assume our prospects know and get .. most of the time, they don't. How do you save people time and energy? What problem are you actually solving for me so I can relate to that, as opposed to general ideas of being better off?
I was there Greg and your teachings just opened a whole new window to me. I was really impressed with your ability to teach marketing and your knowledge. Thank you.
I was there Greg and your teachings just opened a whole new window to me. I was really impressed with your ability to teach marketing and your knowledge. Thank you.
Hi Orval:
Thanks for the kind words. I would challenge you to get more specific and clear about what you do. Here's the problem – the word 'successful' is completely subjective, and means different things to different people. You need to get deeper into the frustrations and fears of your clients. WHY are they not feeling as successful as they want to? Successful in what way? And letting them define their own meaning of successful, like your phrase does, means they're likely not going to connect at all. Hope that helps.
Fantastic….relevant advice that hits the mark immediately.
I'm a Hypnotherapist/Body Alignment Therapist/Energy Practitioner who always struggles to sell myself!
People just want to know the solution to their problem…not how fantastic you may be at your job!
You hit in on the head Marilyn… no one cares how great you are at your job! All they care about is that you understand their problem, and that you are uniquely the one that can immediately and quickly fix it. Very true.
Fantastic….relevant advice that hits the mark immediately.
I'm a Hypnotherapist/Body Alignment Therapist/Energy Practitioner who always struggles to sell myself!
People just want to know the solution to their problem…not how fantastic you may be at your job!
Hey Greg,
People are interested in thir problem, and how the marketer can helps them solve it.
They want to know what is the end product of what i do,and if it work for them.
there is a saing of Perry Marshal like this, nobody buy a drill they buy a holle, which is the
end product of the using the drill. what i do i for instance help people to make hole
Hi Lea:
If you watch my video on Marketing, I use that same analogy. It's very true. Most entrepreneurs get caught up in selling the means to the end (the feature or vehicle that delivers the solution), as opposed to the end itself (the benefit).
Hey Greg,
People are interested in thir problem, and how the marketer can helps them solve it.
They want to know what is the end product of what i do,and if it work for them.
there is a saing of Perry Marshal like this, nobody buy a drill they buy a holle, which is the
end product of the using the drill. what i do i for instance help people to make hole
I make stained glass windows. I also work with films that provide security, correct intense heat issues, UV issues and privacy. At times I use both mediums to solve a customers needs.
Greg, please help. I’m not sure how to sum this up.
I take ordinary windows with issues and convert them into energy efficient, beautiful and useful part of the room.
What do you think? Would you want to know more just by hearing that?
Thank you so much for this post. I learned that this intro. is one of the most important tools I have and yet until now have completely overlooked it. Thank you for making me aware of this.
It sounds like you have 2 very different markets – stained glass which is an artistic market I would assume .. and security windows, which is a completely different market and message that stained glass. I would suggest taht you approach those 2 markets separately, rather than trying to come up with one positioning statement that tries to serve both. You could perhaps have something that you use as an introduction, but you'd quickly want to understand whether the person you're talking to is more interested in the artistic side or the security side. Or, you might need to decide which business you want to be in most so that you can focus on THAT business. Once you get it successful, then perhaps you create the second one. The more you focus on one thing, the more powerful your attention becomes.
I make stained glass windows. I also work with films that provide security, correct intense heat issues, UV issues and privacy. At times I use both mediums to solve a customers needs.
Greg, please help. I’m not sure how to sum this up.
I take ordinary windows with issues and convert them into energy efficient, beautiful and useful part of the room.
What do you think? Would you want to know more just by hearing that?
Thank you so much for this post. I learned that this intro. is one of the most important tools I have and yet until now have completely overlooked it. Thank you for making me aware of this.
Thank you Greg, this is a great insight. When we speak to potential customers about a result that is relevant to them, we are talking to them about their needs. By taking the focus off of ourselves, we free ourselves to better serve others.
Thank you Greg, this is a great insight. When we speak to potential customers about a result that is relevant to them, we are talking to them about their needs. By taking the focus off of ourselves, we free ourselves to better serve others.
Thanks Greg, You have given me great insight, with the idea presented here about ‘not product’, but ‘what problem solved’ is delivered.
Now my delivery answer to “So, what to you do?” will be “I help business owners save time and money to keep in touch with their clients, thereby increasing retention and referrals, as well as I help individuals improve connections in their personal relationships.”
Thanks Greg, You have given me great insight, with the idea presented here about ‘not product’, but ‘what problem solved’ is delivered.
Now my delivery answer to “So, what to you do?” will be “I help business owners save time and money to keep in touch with their clients, thereby increasing retention and referrals, as well as I help individuals improve connections in their personal relationships.”
Rather than what I do (sell investment real estate) My business is helping people incease their financial power, financial confidence, and net worth through investment real estate. tom Rebstock
Rather than what I do (sell investment real estate) My business is helping people incease their financial power, financial confidence, and net worth through investment real estate. tom Rebstock
102 Responses
Excellent stuff! It's all about solving problems for your customers.
Excellent stuff! It's all about solving problems for your customers.
That is such an awesome idea!!! So I will first tell you that I can make you feel good both mentally and physically with just a little help on your part. I can make you feel and think in ways you may have never imagined. I am a Yoga instructor!!!
Or for my second business:I can make you smile and use your imagination, I am a artist of Fairies and other wee folk!
That is such an awesome idea!!! So I will first tell you that I can make you feel good both mentally and physically with just a little help on your part. I can make you feel and think in ways you may have never imagined. I am a Yoga instructor!!!
Or for my second business:I can make you smile and use your imagination, I am a artist of Fairies and other wee folk!
This is powerful stuff! No mushy thinking. I especially appreciated the comment about The Law of Attraction offering millions, when the target audience isn't clear about merely getting out of bed each day.
I have now re-written the headline to my newest sales page. Thank you Greg.
This is powerful stuff! No mushy thinking. I especially appreciated the comment about The Law of Attraction offering millions, when the target audience isn't clear about merely getting out of bed each day.
I have now re-written the headline to my newest sales page. Thank you Greg.
Greg, very powerful. I actually teach this stuff but I had forgotten how to market to people myself and bringing value to where they are now rather then selling them on the big picture. Great stuff. Thank you for the reminder
Keith
Greg, very powerful. I actually teach this stuff but I had forgotten how to market to people myself and bringing value to where they are now rather then selling them on the big picture. Great stuff. Thank you for the reminder
Keith
Hi Greg…Thanks so much for making this live video available..It shows us how to serve our clients at the point of their emotional needs which guarantees the most effective and longlasting solutions. It doesn't hurt that they will be more loyal too. Thanks so much.
Hi Greg…Thanks so much for making this live video available..It shows us how to serve our clients at the point of their emotional needs which guarantees the most effective and longlasting solutions. It doesn't hurt that they will be more loyal too. Thanks so much.
Wow…another Gooder Greg!
Thanks again!
Wow…another Gooder Greg!
Thanks again!
Hi Greg,
I have not started a business yet, but I learn with you so one day I can make it happen and be confident ane very successful.
Thxs,
Maro.
Hi Maro;
If I inspire you to start a business, I've done my job! 🙂
Hi Greg,
I have not started a business yet, but I learn with you so one day I can make it happen and be confident ane very successful.
Thxs,
Maro.
Hi Maro;
If I inspire you to start a business, I've done my job! 🙂
Great video and post, Greg! Such good information … especially for those of us just starting our businesses. Look forward to hearing more about your Benefit Conversion Tool.
Great video and post, Greg! Such good information … especially for those of us just starting our businesses. Look forward to hearing more about your Benefit Conversion Tool.
Great video….my response to the question, What do I do?
I am Anne Johnson, The Bold and Classy Selling Expert who assists Women in Business Acheive Better Results and Higher Profits by teaching them to Be Bold about Selling while maintaining a Classy Approach!
Great video….my response to the question, What do I do?
I am Anne Johnson, The Bold and Classy Selling Expert who assists Women in Business Acheive Better Results and Higher Profits by teaching them to Be Bold about Selling while maintaining a Classy Approach!
I provide financial tools fo people for their dilemma at an affordable price.
What tools? What dilemnas? Shelby, you need to get really specific and clear so that you're speaking to exactly what people are needing. People aren't interested in tools, they're interested in what the tools GET them. No one buys a drill (a tool).. they buy the result it brings them (the hole).
I provide financial tools fo people for their dilemma at an affordable price.
What tools? What dilemnas? Shelby, you need to get really specific and clear so that you're speaking to exactly what people are needing. People aren't interested in tools, they're interested in what the tools GET them. No one buys a drill (a tool).. they buy the result it brings them (the hole).
Clarification re: What I Do….?
Anne Johnson, the Bold and Classy Selling Expert teaches Women to "Overcome their own Individual Fears and Specific areas of Resistance toward Selling" so they can Acheive Better Results and Higher Profits!
Clarification re: What I Do….?
Anne Johnson, the Bold and Classy Selling Expert teaches Women to “Overcome their own Individual Fears and Specific areas of Resistance toward Selling” so they can Acheive Better Results and Higher Profits!
That was great! I thought of one for me. I help women get divorced from bad relationships.
That was great! I thought of one for me. I help women get divorced from bad relationships.
Thanks.
Thanks.
I very much enjoyed this. I have been fighting with this question for several months. In the short term, I will be working towards the answer. I am looking forward to your Benefit Conversion Tool training.
I very much enjoyed this. I have been fighting with this question for several months. In the short term, I will be working towards the answer. I am looking forward to your Benefit Conversion Tool training.
Many times I have been told that successful people have a goal and they write those goals down and clearly define what those goals are. I have failed to do this. This video helps me understand the importance of defining my goals and confidently articulating my solutions to other people's problems, associated with my goals. I need to define what I do and how it solves my target market's problem.
Many times I have been told that successful people have a goal and they write those goals down and clearly define what those goals are. I have failed to do this. This video helps me understand the importance of defining my goals and confidently articulating my solutions to other people's problems, associated with my goals. I need to define what I do and how it solves my target market's problem.
A journey, a transparent process that gives tangible results. Very Authentic.
This really helps. Pretty powerful.
Thank You.
-TRINAVIATOR-
The real done did it! http://www.trinaviator.com
A journey, a transparent process that gives tangible results. Very Authentic.
This really helps. Pretty powerful.
Thank You.
-TRINAVIATOR-
The real done did it! http://www.trinaviator.com
I am a Laughter Life Coach. I help women bring more laughter into their lives and direct this renewed energy to healing relationships with themselves, family and coworkers and being more productive and successful.
I have someone in need for your service.
I am a Laughter Life Coach. I help women bring more laughter into their lives and direct this renewed energy to healing relationships with themselves, family and coworkers and being more productive and successful.
I have someone in need for your service.
Great one on one interactions and real life results. I like the way you got through all the jargon and fluff, and nailed down the actual physical, measurable result or change these people couldn't really describe.
Great one on one interactions and real life results. I like the way you got through all the jargon and fluff, and nailed down the actual physical, measurable result or change these people couldn't really describe.
Great stuff Greg! I appreciate the high value content for free!
David King
Great stuff Greg! I appreciate the high value content for free!
David King
Here's my new "What do I do" response:
I turn on the lights so my clients can see and identify the next step that will help them heal from circumstances in their life that have brought them pain or are holding them back.
What this means is that when people are overwhelmed, they feel victimized, ashamed, embarrassed, and that gets in the way of work, relationships, of participating and achieving goals. It’s a high price to pay. We find ways to hide it or we ignore it but it causes stress. I help in easily dissolving what's holding you back from taking the next step.
What that really means is that you can sleep better, easily manage stress. It means being more productive at work or moving through your day with a smile on your face. Having your family and friends enjoy your company . You can overcome what may seem like irrational fears easily and quickly.
That's a bit wordy. Now time for editing and refining. What do you think? I'm interested in what others think about this. Would you be interested in finding out more about my services? Would that attract you as a client?
WOW! THIS IS GREAT – thanks so much – when will you come to Australia
Put a few hundred people in a room and I'll be down to see you! 🙂
Hi Manon:
Turn the lights on – what does that mean SPECIFICALLY? Lights on what? So they see what? You're talking to an awfully large audience and you need to be more specific and focused so that someone says "wow .. she's speaking directly to me." Don't try to solve too many problems at the same time – pick one and go deep on that one problem.
Here's my new “What do I do” response:
I turn on the lights so my clients can see and identify the next step that will help them heal from circumstances in their life that have brought them pain or are holding them back.
What this means is that when people are overwhelmed, they feel victimized, ashamed, embarrassed, and that gets in the way of work, relationships, of participating and achieving goals. It’s a high price to pay. We find ways to hide it or we ignore it but it causes stress. I help in easily dissolving what's holding you back from taking the next step.
What that really means is that you can sleep better, easily manage stress. It means being more productive at work or moving through your day with a smile on your face. Having your family and friends enjoy your company . You can overcome what may seem like irrational fears easily and quickly.
That's a bit wordy. Now time for editing and refining. What do you think? I'm interested in what others think about this. Would you be interested in finding out more about my services? Would that attract you as a client?
WOW! THIS IS GREAT – thanks so much – when will you come to Australia
Put a few hundred people in a room and I'll be down to see you! 🙂
Hi Manon:
Turn the lights on – what does that mean SPECIFICALLY? Lights on what? So they see what? You're talking to an awfully large audience and you need to be more specific and focused so that someone says “wow .. she's speaking directly to me.” Don't try to solve too many problems at the same time – pick one and go deep on that one problem.
Thank you Greg,
for putting me back on the track. I have followed so many advices about how to write my website about Stopping Smoking, and they all did not work. I now know how to do this and I’ll change ‘Niconull’ soon because it can make you free of being addicted.
(This last line wasn’t to bad, was it?).
Thanks again Greg!
Thank you Greg,
for putting me back on the track. I have followed so many advices about how to write my website about Stopping Smoking, and they all did not work. I now know how to do this and I’ll change ‘Niconull’ soon because it can make you free of being addicted.
(This last line wasn’t to bad, was it?).
Thanks again Greg!
Why Thank you so much for this. I was asked this question this evening. I answered that I am a massage therapist and yoga/Pilates instructor….hmmm how would I answer this question now….I assist people to feel fluid, dynamic, peaceful and pain-free. Will you comment on this?
You have to be careful using words that mean different things to different people. Fluid, dynamic, peaceful are all ambiguous words / descriptions that don't carry specificity or clarity. What's the result when I am feeling fluid, dynamic, etc?
Why Thank you so much for this. I was asked this question this evening. I answered that I am a massage therapist and yoga/Pilates instructor….hmmm how would I answer this question now….I assist people to feel fluid, dynamic, peaceful and pain-free. Will you comment on this?
You have to be careful using words that mean different things to different people. Fluid, dynamic, peaceful are all ambiguous words / descriptions that don't carry specificity or clarity. What's the result when I am feeling fluid, dynamic, etc?
Greg that really great ,Very direct ,but profound ……I got to admit that you are good ,…The way you clearly see how to reach the aimed customers …..Thanks ,i will surely use this ,thought i am not yet an entrepreneur,i will be soon enought ,gotta to work some details and make the move at the right time ,but i can still use this in the field that i am now wich retail business ,….where we have the whole solution for house needs ,from the bedroom (that sounds fummy tought ),to the kitchen passing by the living room ….everything you need we have ….obviouly needs work but just wrote it..lol
That was great thanks
Eric
Greg that really great ,Very direct ,but profound ……I got to admit that you are good ,…The way you clearly see how to reach the aimed customers …..Thanks ,i will surely use this ,thought i am not yet an entrepreneur,i will be soon enought ,gotta to work some details and make the move at the right time ,but i can still use this in the field that i am now wich retail business ,….where we have the whole solution for house needs ,from the bedroom (that sounds fummy tought ),to the kitchen passing by the living room ….everything you need we have ….obviouly needs work but just wrote it..lol
That was great thanks
Eric
Thanks Greg for the insightful post.
It's a good reminder of how important it is to focus on benefits to the client.
Gaining their interest and curiousity is much easier when you use the right words.
Thanks Greg for the insightful post.
It's a good reminder of how important it is to focus on benefits to the client.
Gaining their interest and curiousity is much easier when you use the right words.
Thanks for this new perspective. I think I will be contacting a few of our clients to find out what they really got from us, and re-visit what the "pain" of our clients is.
My husband and I run a photography studio for women to capture their beauty and build their self-esteem. We bring women an ability to see her beauty instead of only her flaws, a love and appreciation for her body instead of despising it, confidence in place of insecurity, and healing for past wounds.
I would anticipate your positioning statement is around empowerment, stepping into who you really are, etc. A very powerful service you provide, a lot of really deep and powerful ways to communicate that. The key is to figure out what your target market feels as the pain, and how you can solve it.
Thanks for this new perspective. I think I will be contacting a few of our clients to find out what they really got from us, and re-visit what the “pain” of our clients is.
My husband and I run a photography studio for women to capture their beauty and build their self-esteem. We bring women an ability to see her beauty instead of only her flaws, a love and appreciation for her body instead of despising it, confidence in place of insecurity, and healing for past wounds.
Great blog post. It reminds me of Roy H. Williams quote "Convince the heart and the mind will follow". Greg's point that you need to sell the result not the action is critical for every business owner. Great material.
Great blog post. It reminds me of Roy H. Williams quote “Convince the heart and the mind will follow”. Greg's point that you need to sell the result not the action is critical for every business owner. Great material.
I find happy customers who want to buy from local businesses, and I give the business owners peace of mind knowing that their business is self-supporting. They can relax into knowing their investment in their business is safely producing a retirement for them to enjoy the rest of their lives.
I do Integrated Marketing Management for local businesses.
OK ? 🙂
Hi Robin:
No one knows what "integrated marketing management" is, so that is an immediate disconnect for most customers I would say. Also, words like "happy customers", "peace of mind", "self-supporting", etc., are all feel good words but don't speak directly to the pains and solutions that are on the minds of your customers. You need to dig a lot deeper into their frustrations and challenges, and speak more in that vocabulary in order to connect with them.
I find happy customers who want to buy from local businesses, and I give the business owners peace of mind knowing that their business is self-supporting. They can relax into knowing their investment in their business is safely producing a retirement for them to enjoy the rest of their lives.
I do Integrated Marketing Management for local businesses.
OK ? 🙂
Way to go Greg, as always..genius and to the point. What do you think?
I save people time and energy helping them create lifestyle wealth through safe specialized Canadian real estate investment opportunities.
Hi Joey:
I think the challenge is that you need to go deeper into what your customer's fears and frustrations are. What is "lifestyle wealth"? What are "specialized" investments? The biggest challenge we all have is that we speak in language we just assume our prospects know and get .. most of the time, they don't. How do you save people time and energy? What problem are you actually solving for me so I can relate to that, as opposed to general ideas of being better off?
Way to go Greg, as always..genius and to the point. What do you think?
I save people time and energy helping them create lifestyle wealth through safe specialized Canadian real estate investment opportunities.
I was there Greg and your teachings just opened a whole new window to me. I was really impressed with your ability to teach marketing and your knowledge. Thank you.
I was there Greg and your teachings just opened a whole new window to me. I was really impressed with your ability to teach marketing and your knowledge. Thank you.
Wow, gold dust, I get it, and my clients will get it!
Thank you for sharing something so simple, yet so fundamental and so very valuable.
Wow, gold dust, I get it, and my clients will get it!
Thank you for sharing something so simple, yet so fundamental and so very valuable.
I help people become successful- Whatever that may mean to THEM. I see you do the same thing- AWESOME. Keep up the great work that you do Greg.
Hi Orval:
Thanks for the kind words. I would challenge you to get more specific and clear about what you do. Here's the problem – the word 'successful' is completely subjective, and means different things to different people. You need to get deeper into the frustrations and fears of your clients. WHY are they not feeling as successful as they want to? Successful in what way? And letting them define their own meaning of successful, like your phrase does, means they're likely not going to connect at all. Hope that helps.
I help people become successful- Whatever that may mean to THEM. I see you do the same thing- AWESOME. Keep up the great work that you do Greg.
Fantastic….relevant advice that hits the mark immediately.
I'm a Hypnotherapist/Body Alignment Therapist/Energy Practitioner who always struggles to sell myself!
People just want to know the solution to their problem…not how fantastic you may be at your job!
You hit in on the head Marilyn… no one cares how great you are at your job! All they care about is that you understand their problem, and that you are uniquely the one that can immediately and quickly fix it. Very true.
Fantastic….relevant advice that hits the mark immediately.
I'm a Hypnotherapist/Body Alignment Therapist/Energy Practitioner who always struggles to sell myself!
People just want to know the solution to their problem…not how fantastic you may be at your job!
Hey Greg,
People are interested in thir problem, and how the marketer can helps them solve it.
They want to know what is the end product of what i do,and if it work for them.
there is a saing of Perry Marshal like this, nobody buy a drill they buy a holle, which is the
end product of the using the drill. what i do i for instance help people to make hole
Hi Lea:
If you watch my video on Marketing, I use that same analogy. It's very true. Most entrepreneurs get caught up in selling the means to the end (the feature or vehicle that delivers the solution), as opposed to the end itself (the benefit).
Hey Greg,
People are interested in thir problem, and how the marketer can helps them solve it.
They want to know what is the end product of what i do,and if it work for them.
there is a saing of Perry Marshal like this, nobody buy a drill they buy a holle, which is the
end product of the using the drill. what i do i for instance help people to make hole
I make stained glass windows. I also work with films that provide security, correct intense heat issues, UV issues and privacy. At times I use both mediums to solve a customers needs.
Greg, please help. I’m not sure how to sum this up.
I take ordinary windows with issues and convert them into energy efficient, beautiful and useful part of the room.
What do you think? Would you want to know more just by hearing that?
Thank you so much for this post. I learned that this intro. is one of the most important tools I have and yet until now have completely overlooked it. Thank you for making me aware of this.
It sounds like you have 2 very different markets – stained glass which is an artistic market I would assume .. and security windows, which is a completely different market and message that stained glass. I would suggest taht you approach those 2 markets separately, rather than trying to come up with one positioning statement that tries to serve both. You could perhaps have something that you use as an introduction, but you'd quickly want to understand whether the person you're talking to is more interested in the artistic side or the security side. Or, you might need to decide which business you want to be in most so that you can focus on THAT business. Once you get it successful, then perhaps you create the second one. The more you focus on one thing, the more powerful your attention becomes.
I make stained glass windows. I also work with films that provide security, correct intense heat issues, UV issues and privacy. At times I use both mediums to solve a customers needs.
Greg, please help. I’m not sure how to sum this up.
I take ordinary windows with issues and convert them into energy efficient, beautiful and useful part of the room.
What do you think? Would you want to know more just by hearing that?
Thank you so much for this post. I learned that this intro. is one of the most important tools I have and yet until now have completely overlooked it. Thank you for making me aware of this.
Thank you Greg, this is a great insight. When we speak to potential customers about a result that is relevant to them, we are talking to them about their needs. By taking the focus off of ourselves, we free ourselves to better serve others.
To your success,
Ihsan
Thank you Greg, this is a great insight. When we speak to potential customers about a result that is relevant to them, we are talking to them about their needs. By taking the focus off of ourselves, we free ourselves to better serve others.
To your success,
Ihsan
Thanks Greg, You have given me great insight, with the idea presented here about ‘not product’, but ‘what problem solved’ is delivered.
Now my delivery answer to “So, what to you do?” will be “I help business owners save time and money to keep in touch with their clients, thereby increasing retention and referrals, as well as I help individuals improve connections in their personal relationships.”
Thanks Greg, You have given me great insight, with the idea presented here about ‘not product’, but ‘what problem solved’ is delivered.
Now my delivery answer to “So, what to you do?” will be “I help business owners save time and money to keep in touch with their clients, thereby increasing retention and referrals, as well as I help individuals improve connections in their personal relationships.”
Thank you Greg! You gave me an idea of how I should approach my clientelle now. Thanks again.
Thank you Greg! You gave me an idea of how I should approach my clientelle now. Thanks again.
Hi Greg!
I am an acupuncturist, work with magnets and flower essence.
How about… I help people find a new way of staying healthy and discovering why they get sick
Hi Greg!
I am an acupuncturist, work with magnets and flower essence.
How about… I help people find a new way of staying healthy and discovering why they get sick
Rather than what I do (sell investment real estate) My business is helping people incease their financial power, financial confidence, and net worth through investment real estate. tom Rebstock
Rather than what I do (sell investment real estate) My business is helping people incease their financial power, financial confidence, and net worth through investment real estate. tom Rebstock
I loved the video and all the comments. This is helpful to me on a personal level. Much appreciated. Thankyou
I loved the video and all the comments. This is helpful to me on a personal level. Much appreciated. Thankyou